Pretty in Pink: The Susan G. Komen Network and the Branding of the Breast Cancer Cause

Abstract

The article presents a study on Susan G. Komen's network and the successful pink ribbon campaigns on breast cancer launched in 1982. It notes that the cultural resonance and ultimate non-capitalist orientation of philanthropic brands do afford a social legitimacy than their corporate counterparts. It investigates accusations against the network for engaging in "slacktivist" strategies and "pinkwashing."